Is artificial intelligence a marketer’s best friend or just another shiny object? AI is changing how marketing and communications (MARCOM) professionals create, analyse, and engage, but are we truly using it to its full potential? Let’s explore how AI is reshaping MARCOM workflows—and where human creativity still reigns supreme.
How AI is reshaping marketing and communications workflows
For years, marketers have been promised that technology would make their jobs easier. First, it was automation. Then, it was big data. Now, artificial intelligence is stepping into the limelight, promising to handle everything from content creation to customer engagement. AI is not just about efficiency—it is altering the very structure of how marketing and communications operate. Yet, for all its potential, AI is only as powerful as the people using it. The question is not whether AI will replace marketers but whether marketers will learn how to use AI effectively.
Some professionals embrace AI as a productivity booster, while others worry it will dilute creativity. The reality is somewhere in between. AI is a tool—not a substitute for human ingenuity. When used wisely, it can automate the tedious, sharpen the strategic, and open doors to new marketing possibilities. Let’s break down how AI is reshaping MARCOM workflows today.
1. AI-driven content creation: Speed versus substance
Content creation has always been the backbone of marketing. It is also one of the most time-consuming tasks. AI is changing that by generating articles, social media posts, product descriptions, and even video scripts in seconds. The appeal is obvious. AI can produce vast amounts of content quickly, allowing marketers to shift their focus from writing to strategising. But is faster always better?
AI-generated content often lacks the nuance and originality of human writing. Tools like ChatGPT can craft coherent, SEO-friendly blog posts, but they do not have lived experiences, personal insights, or brand-specific storytelling expertise. AI can also assist with content optimisation—suggesting better headlines, adjusting tone, and improving readability. However, marketers must act as editors, ensuring the output aligns with brand voice and quality standards.
There is also the matter of personalisation. AI can tailor content based on audience data, but there is a fine line between relevance and repetition. A human touch is still required to craft stories that truly resonate. The best marketers use AI as a starting point, not the final word.
2. Smarter data analysis, but still needs interpretation
Marketing decisions are only as good as the data behind them. AI excels at processing vast amounts of data, identifying patterns, and generating insights. It can predict trends, analyse customer behaviour, and even forecast campaign outcomes. This means marketers no longer need to spend hours manually sifting through spreadsheets. AI can pinpoint what works and what does not—often in real-time.
Predictive analytics is one of AI’s strongest capabilities. By analysing past campaigns, AI can determine which strategies will likely perform well in the future. It can also segment audiences with incredible precision, helping marketers create highly targeted campaigns. But there is a catch. AI cannot tell you why a trend is emerging—it can only identify it. Understanding the reasons behind consumer behaviour still requires human interpretation.
One marketing team used AI to refine its account-based marketing (ABM) strategy. Instead of manually identifying high-value leads, they used AI to define their ideal customer profile based on previous success metrics. This reduced guesswork and improved campaign efficiency. But the final decision on messaging, positioning, and outreach still rested with the human team.
3. AI-powered CRM: Helpful, but impersonal
Customer relationship management (CRM) systems have become smarter with AI. AI-driven CRM tools can score leads, predict customer needs, and automate responses. This makes it easier for sales and marketing teams to focus on high-value interactions rather than routine tasks. AI chatbots can handle common customer inquiries, providing quick responses without human intervention.
However, there is a difference between convenience and connection. Customers appreciate efficiency, but they also value human interaction. AI can personalise messages, but it cannot replace genuine empathy. Over-reliance on AI-driven customer service can make a brand feel robotic rather than responsive.
I read somewhere that an AI-powered PR agency built a tool that scans journalist databases to find the best media contacts for a campaign. This automation reduced the time spent on media outreach while increasing response rates. However, relationship-building still required human effort—no AI can replace a well-crafted pitch or a genuine conversation.
4. Automating workflows: When AI becomes a project manager
AI is not just changing content and analytics—it is reshaping how marketing teams operate. AI-powered workflow automation tools can prioritise tasks, schedule content, and generate reports. This reduces manual work, allowing teams to focus on strategic initiatives rather than administrative burdens.
AI can also analyse workflow data to identify inefficiencies. For instance, one marketer cut video production costs from $5 per minute to just $1.50 by using AI to handle technical editing. But while AI can speed up execution, it cannot replace creative brainstorming or strategic planning.
Automated reporting is another game-changer. AI can generate performance summaries, highlight key metrics, and suggest optimisations. Instead of spending hours compiling data, marketers can access insights instantly. However, knowing what to do with those insights is still a human responsibility.
5. Targeting the right audience: AI’s greatest strength
AI’s ability to analyse customer data makes it a powerful tool for audience targeting. AI can go beyond simple demographics, analysing behaviour, preferences, and past interactions to create hyper-personalised experiences. This is where AI truly shines.
Dynamic content optimisation allows AI to adjust marketing messages in real-time based on user behaviour. If a customer engages with certain content, AI can serve them a personalised follow-up offer. AI can also predict future customer actions, helping marketers stay ahead of the curve.
For example, an agency could use AI to refine its public relations efforts. Instead of manually researching journalists, AI would identify the ones most likely to cover their clients. This would then result in an above response rate that is significantly higher than traditional PR outreach. AI would have done the heavy lifting, but human relationship-building sealed the deal.
The AI paradox: More automation, more human oversight
For all its advantages, AI in marketing is not without challenges. Data privacy remains a major concern. AI relies on vast amounts of user data, and marketers must ensure compliance with data protection regulations. Transparency is key—customers need to know how their data is being used.
There is also the issue of skill adaptation. AI is not replacing marketing jobs, but it is changing them. Marketers who embrace AI will need to refine their skills—not just in using AI tools but in areas where human expertise is irreplaceable, such as storytelling, emotional intelligence, and brand strategy.
Quality control is another critical factor. AI-generated content can be useful, but it requires human editing. No brand wants to be caught publishing AI-generated mistakes or tone-deaf messaging.
The future of AI in MARCOM: A partnership, not a replacement
AI is transforming marketing and communications workflows, but it is not a magic solution. The best results come from a balance of automation and human creativity. AI is a powerful assistant, but the marketer remains the strategist.
As one marketer on Reddit put it, “AI will enhance your way of working, not replace you.” That statement holds true across industries. The key is learning how to use AI effectively—letting it handle the mundane so that marketers can focus on what truly matters: creativity, strategy, and connection.
List of definitions
- Artificial Intelligence (AI): Technology that enables machines to simulate human intelligence, including learning, problem-solving, and decision-making.
- Content Optimisation: The process of improving content to align with SEO best practices, readability, and audience engagement.
- Predictive Analytics: AI-driven analysis that forecasts future trends and customer behaviours based on historical data.
- CRM (Customer Relationship Management): Software that helps businesses manage and analyse customer interactions and relationships.
- Dynamic Content Optimisation: The use of AI to adjust marketing content in real-time based on user interactions.
- Hyper-personalisation: AI-driven marketing that delivers content tailored to individual users based on data analysis.
- Workflow Automation: AI-powered tools that streamline repetitive tasks, improving efficiency and productivity.
